Dentsu

Dentsu operates a hybrid agency-and-platform model. At its core, it sells strategy, media, creative, commerce and consulting services to enterprise clients, then deepens those relationships through proprietary technology and data assets that improve targeting, content production and campaign execution. This allows the group to capture both labour-based revenue and higher-value platform-enabled revenue within the same client account.

Dentsu is a large publicly listed advertising, media and business transformation group headquartered in Japan. It generates most of its revenue from agency and consultancy work for enterprise advertisers, while also operating proprietary data and activation assets such as the Merkury identity platform, content production tooling and curated programmatic buying solutions. Its offering spans media planning and buying, retail media operations, B2B demand generation, creative production and data-led customer experience work.

The company serves large brands, retailers and B2B enterprises that need outsourced marketing execution, cross-channel media buying and data-enabled customer targeting. Dentsu monetises through service fees, retainers, media-related margins and project-based engagements, with additional value created by embedding its own platforms into managed service relationships.